How Lego Uses Martech to Create Brand Magic and Drive Community Engagement

Lego is something many of us grew up with. You might still have sets from when you were a kid. They are placed in a container or on a rack. The corporation is ancient, yet it is not confined to the past. Lego has discovered methods to survive in a universe of displays and applications. Kids still love the bricks, and adults keep building too. The company uses websites and apps to let fans share ideas. They vote on designs. They comment and interact. Every idea gets noticed. Every action matters.

The numbers show it works. In 2024, Lego’s revenue went up 13 percent to DKK 74.3 billion. The company is not just surviving. It is growing. MarTech is at the heart of this. It watches what fans do. It turns what people love into new products. Fans are part of the process. They feel recognized. They help shape the brand. That is why Lego is not just a toy company. It is a place where fans, creativity, and loyalty come together.

The MarTech Foundation as the Data-Driven Creative Engine

At Lego, MarTech is not just a tool to push sales. It is the engine that powers creativity, captures fan sentiment, and decodes how people interact with the brand across digital and physical spaces. The data flowing through Lego’s systems helps the team understand what sparks excitement, which builds stronger connections and drives meaningful brand engagement. Every interaction, from Lego Life app activity to online browsing, feeds into this intelligence, allowing the company to anticipate fan needs and craft experiences that feel personal and relevant.

The MarTech stack also segments the fanbase in a precise way. Children connect via Lego Life and Kids Zone, which are designed according to their preferences and thus make the whole activity safe and interesting. The Adult Fans of Lego, or AFOLs, on the other hand, get newsletters, co-creation platforms, and exclusive previews which are more sophisticated. By making these groups distinct, Lego guarantees that the proper communication gets to the correct fan, hence producing a feeling of acknowledgment and worth.

Consequently, these initiatives are achieving success. Lego has made a great revenue increase in the first half of 2025 by 12 percent, reaching DKK 34.6 billion. The growing trend is very clear: the combination of technology with proper understanding and creativity turns the casual interest of consumers into real and sustainable engagement.

Pillar 1. Co-Creation and Trust

Lego Ideas is where fans and the company build together. It is more than a platform. It is a real-time research and development engine powered entirely by the community. Fans submit their own designs, vote on others, and share ideas. Every vote, comment, and submission feeds into Lego’s understanding of what excites its audience. This is how casual play turns into meaningful insight and why Lego products hit the mark so consistently.

The fan-to-product loop shows MarTech in action. It starts with a submission from a fan. The community votes, generating data on popularity and engagement. Lego collects this data and reviews the top designs. Those selected move into production and reach stores worldwide. Contributors receive a 1 percent royalty. This is more than money. It signals that fans’ creativity matters and that their ideas are part of the Lego universe. That transparency and recognition strengthen trust and loyalty.

The 2024 Lego Ideas transparency CSV confirms the scale of this engagement. The fans are highly active, involved, and the brand is very much connected through thousands of submissions and millions of votes. Each of the interactions gives a clue to the source of excitement and also helps Lego generate the products that the community would like.

This system is not about generating gimmicks. It transforms fans into collaborators. It makes people feel heard and rewarded. That is the real power of brand engagement. MarTech tracks participation, measures interest, and converts creativity into tangible recognition. Lego Ideas proves that co-creation is a strategy, not a trend. It is built on data, transparency, and respect for the community. Fans contribute, Lego learns, and the cycle keeps growing. The result is trust, loyalty, and products that reflect real passion.

Pillar 2. Personalization and Digital Engagement

Lego does not stop engaging fans once they buy a set. Their technology tracks what people do in apps, on the website, and in stores. It watches how fans play, what they click, what they explore. All of this information is used to make the next experience feel personal. Kids get content and challenges that fit their age and interests. Adults get previews, exclusive offers, or newsletters. Each fan sees something that matters to them. That is how Lego keeps people coming back and feeling connected.

The Lego Life app and Lego Hidden Side take this a step further. Fans play games, try AR experiences, and take on challenges. Lego watches how they interact. They look at which games are popular and which challenges people attempt. This data helps Lego decide what sets to make next and what digital experiences to create. The numbers show how big this is. Lego Life had 7.1 million downloads in 2022. Lego.com got 395 million visits in 2022 and 2023. That is a lot of people engaging with Lego online.

User-generated content matters a lot too. Campaigns like Rebuild the World let fans create and share their own ideas. Lego listens to what people post. They sort it, amplify it, and sometimes feature it. Fans see their work recognized. It builds trust and makes people feel like they are part of the brand.

Also Read: The CMO’s Guide to Martech ROI: Measuring What Truly Matters

Even in stores, Lego tracks interactions. Scanners, personalization stations, and displays capture what fans do offline. That data goes back into the system. It helps Lego connect the offline activity with the digital profile of each fan. Every scan, click, or share is used to make future experiences better.

This is how personalization works at Lego. Fans interact, Lego learns, and the next experience feels relevant. Fans feel recognized. Engagement grows naturally. Technology does not replace creativity. It guides it. Lego uses data to make play personal and to turn casual buyers into loyal fans. Brand engagement happens because fans feel seen, valued, and connected to the world Lego creates.

Pillar 3. Authentic Community Activation

Lego does not just sell products. It builds communities. The most dedicated adult fans, called AFOLs, are given official status. They are recognized as authorities and advocates. This recognition is real. It comes with invitations to test new products, attend events, and share feedback. Fans feel their expertise matters. They are not just customers. They are partners. This is how Lego turns loyalty into action.

Independent fan groups, known as RLUGs, are part of the process too. Lego formally acknowledges them and listens to their insights. The company collects structured feedback on new sets and ideas. This feedback loop ensures that the products released reflect what real fans want. The data gathered from these interactions also helps Lego plan future releases and campaigns. It is high-authority, credible, and transparent. Fans see that their input matters, which strengthens trust and loyalty.

MarTech also informs licensed collaborations. Sets like Star Wars and Marvel are guided by insights from fan activity and engagement. Lego monitors what fans interact with on apps and platforms. This helps them design sets that are in demand before production. The combination of official recognition, feedback, and data-driven insights keeps fans engaged and motivated.

The transparency reports for Lego Ideas and Lego Life show that these communities are active and connected. They are not passive observers. They participate, share, and influence. That is the power of authentic community activation. Fans become advocates. They help shape the brand. And Lego benefits by creating products and experiences that resonate deeply.

End Note

Lego is not just a company that makes toys. It is a place where fans, creators, and people who love building come together. MarTech is not only about sales. It watches what fans do. It tracks ideas, votes, and activity. It collects information. Then it turns that into real action. Fans are part of the process. They submit ideas on Lego Ideas. They play and interact on Lego Life. They go to stores and try experiences. Every one of these actions matters. Fans are not just customers. They help decide what Lego makes next.

Data, personalization, and community work together. MarTech helps Lego see what people like, what they play with, and what makes them excited. Co-creation lets fans turn their ideas into products. Adult fans and ambassadors get recognition and can give feedback. Licensed sets like Star Wars or Marvel are made with insights from fans. Every interaction builds trust. Every vote or comment is noticed.

Engagement is not only buying or clicking. It is participating, influencing, and being recognized. Fans feel seen. They feel valued. They are part of something bigger. That is why Lego stays relevant. MarTech makes it possible. It tracks creativity, rewards contribution, and strengthens the bond between the brand and its fans. Brand engagement happens because people feel part of the Lego world.